Common SEO Mistakes Mortgage Brokers Make (and How to Fix Them)

Most mortgage broker websites don’t struggle with SEO because of Google. They struggle because their site isn’t built around how real clients search, decide, and trust. 

SEO isn’t just about keywords. It’s about clarity, relevance, and usefulness. 

Here are the most common SEO mistakes mortgage brokers make, and what to do instead. 

1. Using keywords no real client is searching 

Many brokers try to rank for: 

• Industry jargon 

• Vague terms 

• Overly competitive national keywords 

• Phrases other brokers use 

For example, “best mortgage solutions” sounds good… but it’s not how buyers search. 

How to fix it: 

Focus on: 

• “Mortgage broker near me” 

• “First-time home buyer mortgage [city]” 

• “Self-employed mortgage broker” 

• “Bad credit mortgage [city]”

SEO works best when it mirrors real questions people type into Google. 

1. Having one generic service page 

A single “mortgage services” page tries to rank for everything and ends up ranking for nothing. 

When all services live on one page: 

• Google can’t tell what you specialize in 

• Clients can’t tell who you help 

• Your site looks interchangeable

How to fix it: 

Create focused pages for: 

• First-time buyers

• Refinances 

• Self-employed clients 

• Investors 

• Credit repair or alternative lending 

Each page should clearly answer: 

• Who is this for?

• What problem do you solve?

• Why should they trust you?

1. Writing blog posts that don’t match search intent 

Many SEO blogs fail because they are: 

• Too generic 

• Too sales focused 

• Too long-winded 

• Written for algorithms instead of humans 

Posts like: 

“Why mortgages are important in today’s economy” don’t match what buyers are searching for. 

How to fix it: 

Write posts that answer: 

• “How much mortgage can I afford?” 

• “Do I need a down payment to buy a home?” 

• “How long does mortgage approval take?”

SEO works best when content: 

• Answers a real question 

• Gives a direct response 

• Can be quoted clearly 

• Stands on its own 

1. Ignoring local SEO 

Mortgage brokers compete locally, but many websites: 

• Don’t mention their city 

• Don’t optimize for location 

• Don’t have Google Business profiles 

• Don’t include local trust signals 

That makes it hard for Google to match you to nearby searches. 

How to fix it: 

Make sure your site includes: 

• Your city and service area 

• Local keywords in page titles 

• A Google Business profile 

• Reviews and testimonials 

• Location-based service pages 

Local SEO is how you get found when someone searches: 

“Mortgage broker near me.”  

1. Having a website that looks fine but doesn’t convert 

SEO can build traffic, but if your website doesn’t build trust, it won’t turn visitors into leads. 

Common problems: 

• Unclear messaging 

• No next step 

• No explanation of your process 

• No differentiation

• No objection handling 

Traffic without trust is wasted effort. 

How to fix it: 

Your website should: 

• Clearly say who you help 

• Explain your work 

• Answer common questions 

• Show credibility 

• Guide visitors to one clear action 

SEO can bring them in. Your site convinces them to stay. 

1. Expecting instant results  

SEO is often abandoned because: 

• Nothing happens in 30 days 

• Rankings don’t jump immediately

• Leads don’t appear overnight 

This leads to: 

• Constant strategy changes 

• Unfinished content 

• Inconsistent optimization

How to fix it: 

Expect SEO to take: 

• 2-3 months for structure 

• 3-6 months for traction 

• 6+ months for compounding results 

SEO works when: 

• Pages stay live 

• Content builds over time 

• Trust accumulates 

It’s a system, not a switch. 

1. Treating SEO as a checklist instead of a strategy   

Many brokers: 

• Install plugins 

• Write one blog 

• Add keywords 

• Then wait 

But SEO isn’t a one-time task. 

How to fix it: 

Think of SEO as: 

• Positioning 

• Structure 

• Consistency 

• Clarity 

• Trust-building 

The goal isn’t to “do SEO.” It’s to make your website the best answer to specific questions.  

Bottom line

Most SEO problems aren’t technical. They’re strategic. 

SEO works best when your website: 

• Matches how clients search 

• Clearly shows who you help 

• Answers real questions

• Supports trust 

• Guides action 

The mistake isn’t not trying SEO. It’s trying without a purpose. 

Before changing anything, ask yourself: 

“What questions would my ideal client Google before contacting me, and how does my website clearly answer them?”